Workflow 4: SMS & Email Communications Campaign
This workflow covers the full process for sending targeted SMS and email communications — from setting up gateway credentials through template selection, audience segmentation, campaign dispatch, and delivery log review. Consistent, well-targeted communications improve lead engagement, appointment attendance, and invoice payment rates.
Prerequisites before starting:
- The Communications module is enabled.
- SMTP credentials are configured and tested under Setup > Email Settings.
- SMS gateway API keys are configured under Setup > SMS Settings.
- You have Send Communications permissions.
- At least one approved message template exists for the intended communication type.
Quick Steps Summary
- Select the campaign type: SMS or Email
- Filter audience by status, source, owner, or tag
- Select an approved template and verify merge field preview
- Send a test to an internal account first
- Send or schedule the campaign
- Review delivery logs and follow up on failures
Step-by-Step Workflow
- Select Campaign Type: Navigate to Communications > SMS Campaigns or Communications > Email Campaigns. Click New Campaign.
- Define Your Audience: Use the audience filter to select the target recipients. Filter options typically include: record type (Leads or Clients), status, lead source, assigned owner, date range, and tags. A narrowly defined, relevant audience produces better engagement than broadcasting to your entire database.
- Review Audience Count: Before proceeding, review the number of recipients in your filtered audience. If the count is unexpectedly high or low, recheck your filter criteria. An over-broad filter risks messaging clients who should not receive this particular communication.
- Select a Template: Browse the template library and select the appropriate pre-approved template for this communication type. Do not write custom messages for bulk sends — all content must be reviewed and approved before use.
- Preview Merge Fields: Open the template preview with a sample record to confirm all merge tags (e.g.
{client_name},{appointment_date}) resolve correctly. If any field shows as blank, the source data is missing on the recipient records — resolve data gaps before sending. - Send Internal Test First: Before any live send, dispatch the campaign to an internal test address or phone number. Review the received message for formatting, link functionality, and any unexpected blank fields. This step is mandatory for all bulk sends.
- Send or Schedule: Once the test is satisfactory, select Send Now for immediate dispatch, or select Schedule to specify a future date and time. For follow-up sequences or appointment reminders, use scheduled sends to ensure delivery at the optimal time.
- Monitor Delivery Logs: After sending, navigate to Communications > Logs. Review per-recipient delivery status: Delivered, Failed, Bounced, Opened (for email), or Pending. For failed or bounced records, review the error reason and determine whether a retry or data correction is needed.
- Follow Up on Failures: For contacts with failed SMS sends, check phone number format (must be E.164). For email bounces, check for typos, inactive mailboxes, or domain-level rejections. Correct the data and retry from the log entry — do not create a duplicate campaign send.
Warning: Always complete the internal test send step before dispatching to real clients. A message sent in error cannot be recalled once delivered. Triple-check the audience filter when using Select All options — it is very easy to include unintended recipients.
Expected Outcomes
- The intended audience receives the correct message on the correct channel at the right time.
- Delivery performance (open rates, failure rates) is visible in logs for ongoing optimisation.
- Merge tags personalise messages without any manual per-recipient editing.
- Failed sends are identified and resolved within the review window so no contact is permanently missed.
Common Errors
| Issue | Likely Cause | Fix |
|---|---|---|
| SMS failed for all recipients | Invalid gateway credentials or balance depleted | Verify API key validity and gateway account balance. Re-enter credentials and test. |
| Email bouncing at scale | Missing SPF/DKIM records or domain reputation issue | Configure SPF, DKIM, DMARC on the sending domain. Review bounce error codes for details. |
| Merge tags appearing blank | Source fields empty on recipient records | Export recipient list, identify records with missing fields, and fill data before resending. |
| Scheduled campaign not sending | System cron job inactive | Verify cron job is active under Setup > System Settings > Cron. Contact admin if cron is down. |